Radio Sales Café

I have a great client who is a dentist and it's time to revamp his campaign. What have you done that was successful for a local dentist?

Mike,

We have been very succesful putting local dentists in High School Sports broadcast programs. If you have that tool available it is a great feel good campaign that has a positive message that is very attractive to clients like dentists.

We've done a kind of dental amnesty -- even if you've been bad about home care, even if you've been bad about cleanings and appointments, now is the best time to remedy that. One of the dentists we have on the air does great work voicing her own. Another is a group practice, so it doesn't make as much sense to put a face on it.
We've had some good luck with eye doctor talking about "number 1...or number 2...even if you don't know which is actually better, that's okay. Just say so. We'll keep going until we find you the right prescription." Maybe there's a dental equivalent to that.

I have a client who is in the healthcare field, and we created 60 second ads called "medi-minutes" We gear the minutes toward an educational approach, kind of like a community service. This has been tremendously successful. Her brother is a dentist, we are looking to embark on a "Denti-Minute", again, educationally based campaign. People love to get free information, especially from somewhere that can often be very costly otherwise.
Jamie

I don't know your dentist, or anything about the campaign up until now. But my experience, and everything I've read about dental marketing, indicates that you need to pick one niche and own it.

I've had a great deal of success with a sedation dentist -- although he offers complete dental care, all we talk about in the ad is the fact that if you're scared of going to the dentist, this is the place to go. Other pitches that do well on the radio are cosmetic, and implants.

Here's a blog that has a lot of good advice on the subject: http://thedentalmarketer.com/

Mike,

I create musical jingles ... national quality musical jingles for local businesses. I have some great jingles for Dental Firms if you'd like to hear a few. If so, send me your email address and I'll send a few Dental Firm jingles right over to you.

Jim Reilly
American Music Concepts
[email protected]
732-255-1504

Here in Jax, we have a dentist doing a spot call Tooth Talk...but he has a very boring delivery and i believe that the campaign will fail for that reason only...if done well...i think the concept would work. Just sell a fixed position or rotating prime avail, like an endorsement ad and bring in the Doc to cut the informational ad and let it roll. make him the expert.